Pepsi, Beyonce in Multi-Million Marketing Deal

THINGS GO BETTER WITH PEPSI: Pepsi and Beyonce have reunited for a $50 million partnership in 2013, part of a broader branding campaign that includes her upcoming Super Bowl halftime appearance. Beyonce is one component in a music-focused program designed to take Pepsi well beyond traditional advertising, or as the company global chief marketing officer Frank Cooper says, into the realm of “an important, integrated part of the music ecosystem,” which might even involve starting its own label. The soda giant’s Mountain Dew formed a record-label services division, Green Label Sound, to release “Let’s Go,” the Calvin Harris-Ne-Yo hit the company commissioned as a theme song earlier this year for a European soccer commercial. Pepsi also teamed with music branding agency Cornerstone for its NFL Anthems promotion, a series of original team songs used in commercial spots from Kid Rock, Travie McCoy, Kelly Clarkson and Aerosmith. (12/11p)